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  • We optimized for effective meetings--as I edited release, he changed the URL. A great example of technology and PR working together! We come up first in search for effective meetings grow revenue.
  • De Paul University Slide Share

    1. 1. 1 PR in the Digital Age October 28, 2009 DePaul University
    2. 2. 2 Agenda • Background - Personal Background - PR Defined - PR: In Support of Business Objectives • Case Studies • Implications for Your Assignment - Brainstorming for Your ACS Project
    3. 3. 3 background
    4. 4. 4 Personal Background • Masters in Journalism from Northwestern • Stint in Public Policy • Newspaper Reporter and Magazine Writer • Foray into PR During Internet Bubble • Agency Life • Start-Up
    5. 5. 5 QuickTime™ and adecompressorare needed to see this picture. QuickTime™ and adecompressorare needed to see this picture. QuickTime™ and adecompressorare needed to see this picture. QuickTime™ and adecompressorare needed to see this picture. Secured Media Coverage
    6. 6. 6 Arranged Speaking Engagements
    7. 7. 7 PR Defined Think Big • Take a company’s vision from concept to reality • Advise on building integrated marketing programs • Provide strategic communications counsel • Generate ideas for launching a new business or taking an established brand to a new level • Liaise with ad agencies, web designers, SEO firms and other marketing partners “Create the Truth” • Tell the company’s story across channels • Build executive and corporate profiles Execute • Write everything: press releases, blogs, articles, professional bios, FAQs, speeches • Develop and execute social media strategy • Develop media and blogger lists • Arrange speaking opportunities • Produce metrics to capture results of marketing and PR efforts
    8. 8. 8 Supporting Business Objectives Key Diagnostic Questions to Ask Your business: • What are your business objectives? • What internal obstacles exist and could they prevent success? • Why do your customers need you? • What opportunities are missed when people don’t use your services? Your Marketplace • Who are your competitors and how do you differentiate yourself? • What do you need to do in 2010 to compete? • Do you have customer testimonials? Your Message • What issues can you own? • How would the editor of your most important trade publication describe you? • What is your dream story and where does it appear? • What’s the next company milestone we can promote? • Do you like public speaking? • Have you been media trained?
    9. 9. 9 case studies
    10. 10. 10 case study 1:
    11. 11. 11 Case Study 1: Weave The People Objective: • Launch a technology inventor’s first product • Develop sales leads Approach: Preparation/Message Development • Discussed short- and long-term goals • Clarified inventor’s vision: gave it a business purpose • Wrote his first bio--told his story and made him human • Developed case studies, benefits, FAQ, press release, blog • Identified target audience--HR, decision makers, event planners
    12. 12. 12 Case Study 1: Weave The People Outreach: All Means Possible • Issued release via PR Web • Optimized press release/website • Tweeted the heck out of it! • Conducted “long-tail” blogger relations and media relations • Used professional networks to spread the word • Outreach, blog writing continue • “Tell me about the Sun Times” Results • “Weave Technology LLC Launches Weave The People to Help Companies Unleash Their Potential” • 31,520 total impressions via Yahoo News, RSS, emails to reporters (PR Web tool) • Of the total, 1,151 people clicked through to read the entire release
    13. 13. 13 Case Study 1: Weave The People Seeing Results with Modest Budget • With $200 press release distribution, traffic spiked to nearly 500 hits on launch day • Hits on several sites, including DePaul University Coleman Center blog Google Analytics – tracking web traffic
    14. 14. 14 Goal: Rank high in search results by optimizing site and release Approach: Hyperlink “effective meetings” in press release: via PR web, link that term to “case studies” website page page (named on the backend “effective meetings”) Key Take-Away: Part Art, Part Science
    15. 15. 15 -Tracks individual tweets and total # of tweets takes you to the info page Results Evident on
    16. 16. 16 implications for your assignment
    17. 17. 17 Brainstorming for your ACS Project Spread the Word: In this economy, people are paying it forward – everyone helps each other. You can help your volunteers by crediting them for their work. Groups to Tap: • Chicago AMA – American Marketing Association • IABC – International Association of Business Communicators • PRSA – Public Relations Society of America • Big Ooga – Entrepreneur Networking Group • Networking for a Cause (Justin G. Roy) • Give Back Chicago (Justin G. Roy) • AAAS - American Association for the Advancement of Science and the list goes on Stay True to the Story: The Official Sponsor of Birthdays
    18. 18. 18 Follow ACS on Social Media Example: American Cancer Society on Twitter
    19. 19. 19 Tweetdeck: - See who mentions me, sends direct messages and what other friends are doing all at the same time Utilize Tweetdeck to Organize Activity
    20. 20. 20 -Tracks individual tweets and total # of tweets takes you to the info page Schedule Tweets On Hootsuite
    21. 21. 21 Content copyrighted by Sally On Media ™ Corp. PowerPoint Design: Carrie Blumenfeld – Sally On Media ™ logo designed by Emily Lonigro -- thank you.